This university wanted to know how to stand out to prospective MBA students amid competition from other universities. To do so, the university had to know what was driving student’s choices and how they compared to key competitors.
Research showed that the most important factors to applicants when evaluating MBA programs were cost related, such as affordability, the need for merit-based scholarships, and loan assistance. Some other factors included customization (of schedule), small class sizes, career services support, and alumni network. Other factors like studying abroad, dual degrees, and accomplished alumni were of low priority to applicants.
When looking at reasons why applicants selected other institutions, those universities offered more scholarships and highlighted their accreditations.
